Ningbo clothing "domestic sales" breakthrough road where

Once strong exports have been blocked by Europe and the United States, and even some developing countries; the pressure of domestic competition is also increasing. The garment industry, which has always been a traditional strong industry in Ningbo, is facing internal and external troubles. Through the interview, the reporter learned that in the severe market situation, to find the correct positioning, continuous innovation, in the domestic market to find a breakthrough, has become the choice of many Ningbo clothing enterprises. However, if Ningbo garment industry wants to make an overall breakthrough, it still needs the strong support and active guidance of the government.

Find the right position to seek "domestic sales" breakthrough

From its establishment in March 2007, when it sold 8 million yuan, to last year's brand sales exceeded 3.5 billion yuan. When many people are still unfamiliar and novel with GXG, a men's clothing brand, it has already broken a "bloody road" in the clothing industry where there are many famous men's clothing, and has become the first brand of "Qingxiu men's clothing" with rapid growth in China.

"In recent years, the domestic demand market of the garment industry has been larger than the export market, becoming the biggest driving force to promote the development of China's garment industry. At present, the biggest opportunity for garment enterprises is the expansion of domestic demand, enterprises must firmly grasp." Yang Herong, chairman of Zhejiang Zhongzhe Holding Group, a GXG brand holding company, said in an interview that GXG can stand out from many domestic clothing brands in the shortest time. The key is to keep up with the trend, find the right positioning, and continue to innovate. In April 2011, GXG was awarded the "Chinese clothing brand of the year fashion award". A few days ago, the GXG phenomenon was also defined as "the new Chinese new gentleman fashion brand" by the famous Korean clothing newspaper, which attracted great attention and pursuit of the Korean clothing industry. GXG was also invited to participate in Asia's top clothing feast "South Korea Busan Clothing Week".

In the past four years, GXG has taken a completely different development path from traditional clothing enterprises. Only do men's clothing, and only tailored for the 20-35 age group. But in the brand research and development, sales is full of personality, innovation. Their designers in Japan and Hong Kong are of the same age as the target population, so that while ensuring the internationalization of the brand, they are also close to the aesthetic orientation of consumers. In terms of sales, GXG does not like "multi-head distribution" and prefers large business circles and core business districts. For example, there are more than 10 GXG stores in Ningbo Tianyi Business Circle and nearly 70 GXG stores in Shanghai. In brand promotion, GXG walks on two legs. GXG analyzes the fashionable and rational characteristics of the post-80s and post-90s youth consumers. First, it relies on word of mouth, brand image and terminal service to establish GXG's rational image and cultural connotation in the consumer group. The second is to establish the feeling of brand fashion, taste and trend through the Internet, print media, concerts, outdoor advertisements, official microblogs, etc.

Overall breakthrough still needs government support

The reporter noticed that while GXG, Tangshi, and Taiping Bird, Ningbo's new clothing brands, have established advantages in the domestic market, they have also forced the old clothing companies that have been lingering to a certain extent to re-examine themselves and change their development concepts.

Youngor accelerated the implementation of the clothing brand development strategy. Its six major brands, MAYOR, YOUNGOR, GY, Hanma Aristocratic Family, CEO and Hart, Schaffner Marx, further deepened their development and completed the redistribution of sales channels. Romon will focus on the promotion of clothing brand value, to enter the fashion category clothing, and further develop the domestic market. "But the clothing industry is a creative industry and a fashion industry after all. In order to make achievements, we must not only have an innovative vision, but also need the government to strongly promote urban culture as a support." Yang Herong believes that although Ningbo's clothing industry is facing many difficulties, the industrial advantages are still there. To make an overall breakthrough, the government's strong support and active guidance are still needed.

In this regard, Rong Juchuan, chairman of Ningbo Boyang Group, also agreed in an interview with reporters. "Nowadays, the situation of garment export is not good, and many enterprises have turned their attention to domestic sales. Although the share of Ningbo garments in China has been among the best, this advantage is gradually diminishing with the rise of the garment industry in Wenzhou, Quanzhou and other places." Rong Juchuan said, "In recent years, the competition in the domestic clothing industry is increasingly reflected in the competition between cities, a city's clothing business environment and business model innovation, is becoming the core competitiveness of the current clothing industry. Although Ningbo's clothing industry is developing rapidly, in addition to the traditional suit and shirt industry, leisure and fashion brands are also emerging, but in terms of speed and business model innovation, there is still a distance compared to Wenzhou and Quanzhou."

In Rong Juchuan's view, Ningbo clothing does not lack funds and talents, but lacks a new business model and overall external image. "Ningbo clothing has a strong industrial foundation and brand advantages. In the future, the development of clothing brands and industries needs to interact with the development of the city, that is to say, the corresponding industrial promotion policies of the local government are needed, at least in terms of image." "Of course, the government will also introduce some policies to support garment brand enterprises, including the establishment of a public welfare risk fund, new brand tax incentives, growth enterprise incentives and so on. In addition to hardware, Ningbo clothing in the operating mechanism and mode of innovation, but also should learn from Wenzhou, Quanzhou and other places. The garment industry is an industry that needs constant innovation and change, its business practices and models must also change frequently." Rong Juchuan said.

Yang Herong suggested that Ningbo should first actively build a fashion capital, introduce a large number of designer teams and creative talents, create a fashion atmosphere, and enhance citizens' fashion awareness.

Secondly, it is necessary to use modern information technologies such as the Internet, video, Weibo, and mobile commerce to transform the traditional clothing industry, vigorously develop modern logistics, and minimize operating costs for enterprises with development potential.

Third, the government should speed up the pace of industrial agglomeration base construction. If Chinese enterprises want to resist the "invasion" of these enterprises, the government must support a number of growth enterprises with growth potential, provide sufficient development space, and take them as the leader to further enhance the industrial agglomeration advantage of Ningbo clothing and promote industrial upgrading. (China Business Times)